Segment Attributes

Attributes provide additional information about individual segments. You enter attribute values when you create segment rules.

Segment Categories

Demographics | top

Includes attributes such as language, IP address type (home or business), geographic areas, metropolitan and micropolitan statistical areas, designated market areas, and business classifications.

Attribute Value Description
CBSA Code 5-digit number CBSA codes are the new 'MSA' (Metropolitan Statistical Area) codes defined by the U.S. government. The standard for both Metropolitan Statistical Areas and Micropolitan Statistical Areas (areas between 10,000 and 50,000 total population). 'CBSA' stands for 'Core-Based Statistical Areas'.
CBSA Title string The name of a CBSA area, such as 'Seattle-Tacoma-Bellevue, WA'
CBSA Type list A 'Micropolitan' statistical area is an urban area with a population between 10,000 and 50,000 people. A 'Metropolitan' statistical area has a population of at least 50,000.
CSA Code 3-digit number 'CSA' stands for 'Combined Statistical Area' and is an aggregate of adjacent Core Based Statistical Areas (CBSAs) that are linked by commuting ties as defined by the United States Office of Management and Budget.
CSA Title string The name of a CSA area, such as 'Seattle-Tacoma-Olympia, WA'
Designated Market Area number Designated Market Areas are US market populations usually centered on major cities. The standard used for the metro areas in United Kingdom is based on ITV regions. The metro codes for France reflect the Departments of France.
DMA Population: Households number of thousands How many thousands of households are within the Designated Marketing Area of the IP address.
DMA Population: Kids number of thousands How many thousands of kids are within the Designated Marketing Area of the IP address.
DMA Population: Men number of thousands How many thousands of men are within the Designated Marketing Area of the IP address.
DMA Population: Men 18-34 number of thousands How many thousands of men aged 18-34 are within the Designated Marketing Area of the IP address.
DMA Population: Men 35-49 number of thousands How many thousands of men aged 35-49 are within the Designated Marketing Area of the IP address.
DMA Population: Teens number of thousands How many thousands of teens are within the Designated Marketing Area of the IP address.
DMA Population: Women number of thousands How many thousands of women are within the Designated Marketing Area of the IP address.
DMA Population: Women 18-34 number of thousands How many thousands of women aged 18-34 are within the Designated Marketing Area of the IP address.
DMA Population: Women 35-49 number of thousands How many thousands of women aged 35-49 are within the Designated Marketing Area of the IP address.
DMA Rank number The ranking order (1-210) of Designated Market Areas by population size. (US only)
Home/Business Type list Either a Home or Business as defined by IP address.
Language list A list of the 72 most common languages as defined by IP address
NAICS Code 6-digit number The North American Industry Classification System (NAICS) is the standard used by Federal statistical agencies in classifying business establishments for the purpose of collecting, analyzing, and publishing statistical data related to the U.S. business economy.

Location | top

Geographic location represented by city, region, country, continent, latitude and longitude, postal code or IP address.

Attribute Value Description
Area Code number The telephone area code for a given city or region.
City Name string Name of a city.
City Confidence number 0-5 A range describing the confidence the Optimize segmentation service has in the actual location of the test viewer based on IP address.
Continent list Each continent listed alphabetically.
Country Code list A list of 245 two-letter country codes.
Country Confidence number 0-5 A range describing the confidence the Optimize segmentation service has in the actual location of the test viewer based on IP address.
Country Name list A list of 245 countries.
IP Address number or CIDR range A single IP address or an IPv4 subnet block. For an IP address, use the "is" or "is not" selector. For a subnet block, use "is in subnet" or "is not in subnet." To specify a range of IPs within a subnet, use the standard Classless inter-domain routing (CIDR) notation. Example: A block of addresses ranging from 192.168.100.0 - 192.168.100.255 would be 192.168.100.0/24.
Latitude number range -90.000 to 90.000 Use degrees and decimal degrees. Use negative numbers -90.000 to 0 for the southern hemisphere; positive numbers 0 to 90.000 for the northern hemisphere.
Longitude number range -180.000 to 180.000 Use degrees and decimal degrees. Use negative numbers -180.000 to 0.000 for distances west of the prime meridian; positive numbers 0.00 to 180.000 for east of the prime meridian.
Latitude & Longitude number,number List latitude first followed by longitude separated by a comma with no spaces for the first value. Then select the number of miles radius to target around that coordinate. Example: 45.437,-122.243 radius 25 miles.
Postal Code string Any alphanumeric postal code value.
Region Confidence number 0-5 A range describing the confidence the Optimize segmentation service has in the actual location of the test viewer based on IP address.
Region Name string The name or description of the state/providence/territory/county/region. Example: California
Zip Code 5-digit number US only, the system of postal codes used by the United States Postal Service since 1963.
Zip Country string The abbreviated country name. Example: USA

Date & Time | top

The date, day, time, or time zone of the visitor.

Attribute Value Description
Visitor Date date The local date relative to the test or target visitor. Use US standard MM/DD/YY syntax.
Visitor Day list The local day name relative to the test or target visitor.
Visitor Time list The local time relative to the test or target visitor.
Visitor GMT Offset list The local GMT offset relative to the test or target visitor.

Traffic Source | top

The web page, advertisement, e-mail, or other source that refers a visitor to your web site.

Note: For all traffic source values special characters must be ASCII encoded. For example space must be entered as %20 for Optimize to find successful matches.
Attribute Value Description
Referrer string Refers to the complete HTTP header 'Referer' string. 'Referer' is the address of the previous page that linked to the currently requested page. (The word “referrer” is misspelled.)
Current URL string Refers to complete HTTP web address of the current page.
Referring Host string Refers to the 'referring host' within the HTTP header 'Referer' string.
Search Engine Keyword string Refers to the specific query string parameters 'p' and 'q' as contained in the HTTP header 'Referer' string.
Referring Query String name:value Refers to any user-defined query string parameter name and corresponding value contained in the HTTP header 'Referer' string.

Technology | top

Information about the tools visitors use to view your site, such web browser, connection speed, IP Address, and Operating System.

Attribute Value Description
Desktop Browser list A list of popular desktop browsers as defined by the browser's user agent string.
Mobile Browser list A list of popular mobile browsers as defined by the browser's user agent string.
Connection Speed list A list of various connection speed types.
Domain Controller Company Name string The name of the company that owns or manages the test viewer's domain controller. Example: comcast
IP Address number An IPv4 subnet block or IP address. Use standard CIDR notation to specify a range of IPs within a subnet. Example: To identify a block of addresses enter: 192.168.100.0/24
ISP Name string The name of the test viewer's Internet Service Provider (ISP).
Desktop Operating System list A list of popular desktop operating systems as defined by the browser user agent string.
Mobile Operating System list A list of popular mobile operating systems as defined by the browser user agent string.

Advanced | top

Note: Implementing advanced segments calls for familiarity with web development topics such as cookies, dynamic content, and HTTP requests, and sometimes requires code changes to test pages.
Attribute Value Description Example
User Agent string Identifies a visitor's web browser and other system details to web servers hosting content. This segment is useful when you want to target visitors with a specific combination of web browser type, version, and other system details. You can create a User Agent segment to apply a different style sheet for visitor that use older browsers.

User Agent | contains | MSIE 6.0

Or create a marketing campaign for software that runs on particular operating systems:

User Agent | contains | Mac OS X
Cookie Data cookie name:value Optimize uses cookies to track page views and conversions as well as provide a consistent experience for the returning visitor. As a result, you can create segments that use cookie values to identify a particular audience.
Note: Cookie Inspection must be enabled on a test page in order to be used in segments.
If you have a cookie variable that notes the amount of a visitor's last purchase (lpurch) on a web site, you can create a segment of visitors who recently spent more than $100.

Cookie Data | lpurch | is greater than | 100

Data Object Attribute variable name:value When you place the Optimize Setup script WTOptimize.setup(); in the page of a test, you can include a data object argument that passes values back to Optimize. With these values, you can then create a segment. On an e-commerce site, if the checkout page records the total order amount as a JavaScript event object (cartTotal), you can create a data object argument that returns the order total to Optimize.

Data Object Attribute | cartTotal | is greater than | 100

Request Attribute variable name:value Refers to any name:value pair passed into Optimize. If your test page uses a pre-processing script prior to main page processing, you can use the results of the script to create a segment. A pre-processing script that determines whether a visitor's browser has Adobe® Flash® installed can later be used to create a segment.

Request Attribute | isFlashInstalled | is | true

Query String Attribute variable name:value Refers to the query string attributes and their values in the requested page URL. It allows user-supplied information to pass from a browser to a Web server. The syntax begins with a question mark (?) and takes the form field=value: http://www.webtrends.com/blogs/?search=optimize Query strings allow you to target visitors who have searched your site for the same information.

Data Object Attribute | search | contains | vacation

Random Seed decimal percent A random number between 0 and 1 that Optimize generates. You use this to create a segment without using a defined method; visitors are selected 'at random.' You can group a random percentage of your visitors to be a segments. This example sets the random seed values to meet the requirement approximately 33% of the time.

Random Seed | is less than or equal to | .33

Custom Data | top

If Optimize Support has created a custom data collection table for your account, a list of the custom data fields by table name appears and can be used for segments.

Segments | top

A list of all existing segments available in Optimize. These can be used as component parts of new segments.